Marketing and concepts of database

What is

Database Datawarehouse Data Mining

1A Ashutosh Mishra Presentation.

Data & Information

The word data is plural of datum , though data commonly represents both singular & plural forms.Data are raw facts or observations typically about

physical phenomena or business transactions.Specifically , data are objective measurements of

attributes of entities such as people , place , things etc.Data that has been converted into meaningful & useful context for specific end users is termed as information.

-management information systems by James O’Brien

2A Ashutosh Mishra Presentation .

Database

A collection of information organized in such a way that a computer program can quickly select desired pieces of data. You can think of a database as an electronic filing system.

-Webopedia Computer Dictionary

A Database is a structured collection of data which is managed to meet the needs of a community of users.

-Wikipedia.com

A database is an integrated collection of logically related records or objects. An object consists of data values describing the attributes of an entity. -management information systems by James O’Brien


Datawarehouse

A data warehouse is a central repository for all or significant parts of the data that an enterprise's various business systems collect. The term was coined by W. H. Inmon. -Whatis.com

A data warehouse is a repository of an organization's electronically stored data.Thus, an expanded definition for data warehousing includes business intelligence tools, tools to extract, transform, and load data into the repository, and tools to manage and retrieve metadata.

-wikipedia.com


Data Mining

Data mining is the process of sorting through large amounts of data and picking out relevant information.

-wikipedia.com

In data mining , the data in the data warehouse are processed to identify key factors and trends in historical patterns of business activity.

-management information system by James O’Brien


Pictorial Representation


Aspect of Marketing




Should you build a Datawarehouse or a Marketing Database?

Which is the better vehicle to increase profits by building relationships with your customers and understanding their motivations: a data warehouse or a marketing database?

Alexandra Morehouse , and Daniel St. John worked together on database marketing projects for American Express for fifteen years. Eighteen months ago they joined the California State Automobile Association as VP for Membership Relationship Development and Director of Database Marketing respectively. Their assignment: build a data warehouse. They were given a budget of $17 - $22 million.


Selecting the vendor.

Adding travel , insurance , claims & the web.

Results after 1 year.

What did it cost?

Lessons learned & future uses.


Probably the most important lesson learned was that the “start small and start fast” approach really worked well. Instead of taking two years to build a giant warehouse, the team had a functioning marketing database up and running in six weeks. Concentrating on fifteen users for testing was a brilliant stroke. These users furnished valuable feedback to the organizers, rather than having users taking their gripes to management in the development phase.

-Arthur Middleton Hughes


References

Webopedia.com Mgmt. Infor. System by James O’BrienWikipedia.com (College of Business AdministrationWhatis.com Northern Arizona University)SPSS.com 4th. Edition , Irwin McGrawHillSmartfocus.com Galgotia Publications Pvt. Ltd.Further reading : Data Mining for Marketing Applications (Paper)Wendy Gersten Koenraad Vanhoof Daimler Chrysler AG University Centre of Limburg Research &Tech. Universitaire Campus PO Box 2360,89013 Ulm,Germany 3590 Diepenbeek, Belgium


"We are drowning in information but starved for knowledge."

-- John Naisbittwww.brainybetty.com

Thank you.Presented by Ashutosh MishraMBA 1st. sem

Technology

Marketing and concepts of database